Consumers Want to Connect with Brands via Mobile

The opportunity for brands to target customers goes largely untapped, finds a new study by mobile marketing firm HipCricket.The company, which drives new revenue and customer loyalty for consumer brands, broadcast stations, and media companies, is trying to convince marketers that their audience is out...

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The opportunity for brands to target customers goes largely untapped, finds a new study by mobile marketing firm HipCricket.The company, which drives new revenue and customer loyalty for consumer brands, broadcast stations, and media companies, is trying to convince marketers that their audience is out there, waiting for patiently for their favorite brand’s mobile loyalty program to be launched.

According to the 2009 HipCricket Mobile Marketing Survey, 41% of respondents have visited a retailer’s website from their mobile phone to find store locations (70%), store hours (51%), get directions (39%) and to look for coupons (29%.)

Additionally, 37% of consumers surveyed showed interest in participating in a mobile customer loyalty program from a brand they trust. However, 83% say their favorite brand has yet to market to them via mobile phone. The study also reports that of the consumers who have received mobile marketing offers, 47% have brand recall and 94% of those remember the specific call to action.

Earlier this month, HipCricket rolled out trackable SMS mobile coupons targeted toward retailers and quick-service restaurants (see pdf release here). The company claims the SMS coupons give greater reach than mobile coupons that require added technology and hardware for both the retailer and consumer. HipCricket’s clients includes big-name brands such as Clear Channel Radio, NBC, CBS, Nestle, Macy’s, Staples, Hershey’s and Jameson.

Companies that integrate mobile into the media buy can experience a 24% click-through rate on a phone versus .2% on a PC, according to Media Post. Last year, not one company spent more than $200,000 to advertise on mobile, according to a 2009 study coordinated by The Mobile Marketing Association. In March 2009, the MMA recognized Land Rover and Jaguar as the first multimillion-dollar mobile ad campaign, but there have been many more since.

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